The Influence of Halal Branding and Shopping Well-Being on Purchasing Decisions Through Brand Experience as an Intervening Variable on Wardah Skincare Products (Case Study: Consumers of Wardah Skincare Products in Surabaya)

Hikmah Nur Hidayah (Program Studi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Maarif Hasyim Latif)
Karina Abiyyubassa Ramadhan (Program Studi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Maarif Hasyim Latif)
Moch. Wildan Aminullah (Program Studi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Maarif Hasyim Latif)
Donny Arif (Program Studi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Maarif Hasyim Latif)

Escalate : Economics and Business Journal
Vol. 4 No. 02 (2026): Escalate: Economics and Business Journal

This study aims to test and analyze the effect of Halal Branding and Shopping Well-Being on Purchase Intention through Brand Experience as an intervening variable among consumers of Wardah skincare products in Surabaya. A quantitative method was employed using purposive sampling, involving 180 respondents. Data were processed using SmartPLS 4.1.1.2 through validity and reliability testing, outer model evaluation, inner model evaluation, and bootstrapping hypothesis testing. The results show that Halal Branding has a positive and significant effect on Brand Experience and Purchase Intention; Shopping Well-Being has a positive and significant effect on Brand Experience and Purchase Intention; and Brand Experience has a positive and significant effect on Purchase Intention. In addition, Brand Experience significantly mediates the effects of Halal Branding and Shopping Well-Being on Purchase Intention. These findings indicate that a strong halal identity and positive shopping experiences can shape brand experience and ultimately increase consumers' purchase intention toward Wardah skincare products.